Effort expectancy and new media pdf

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Title: Effort Expectancy and New Media: Understanding the Role of Perceived Ease of Use in Technology Adoption

Abstract:

The adoption of new media technologies has become increasingly important in today's digital age. Effort expectancy, a key construct in the Technology Acceptance Model (TAM), refers to the perceived ease of use of a technology. This paper reviews the literature on effort expectancy and new media, highlighting its significance in understanding technology adoption. We also discuss the implications of effort expectancy on new media adoption and provide recommendations for future research.

Introduction:

The rapid growth of new media technologies has transformed the way we communicate, work, and live. However, the adoption of these technologies is not always straightforward. Effort expectancy, a key construct in the Technology Acceptance Model (TAM), refers to the perceived ease of use of a technology. This paper reviews the literature on effort expectancy and new media, highlighting its significance in understanding technology adoption.

Theoretical Background:

The Technology Acceptance Model (TAM) is a widely used theoretical framework that explains the adoption of new technologies. The model posits that two key factors influence technology adoption: perceived usefulness and perceived ease of use. Perceived usefulness refers to the extent to which a technology is believed to enhance job performance, while perceived ease of use refers to the extent to which a technology is believed to be easy to use.

Effort Expectancy and New Media:

Effort expectancy has been found to be a significant predictor of technology adoption in various studies. In the context of new media, effort expectancy refers to the perceived ease of use of new media technologies, such as social media, online learning platforms, and mobile apps. Research has shown that individuals who perceive new media technologies as easy to use are more likely to adopt them.

Implications:

The implications of effort expectancy on new media adoption are significant. For example, if a new media technology is perceived as difficult to use, individuals may be less likely to adopt it, even if they believe it is useful. On the other hand, if a new media technology is perceived as easy to use, individuals may be more likely to adopt it, even if they are not sure about its usefulness.

Recommendations for Future Research:

Future research should focus on investigating the role of effort expectancy in new media adoption, particularly in the context of emerging technologies such as artificial intelligence and virtual reality. Additionally, researchers should explore the moderating effects of effort expectancy on other factors that influence technology adoption, such as perceived usefulness and social influence.

Conclusion:

Effort expectancy is a critical construct in understanding the adoption of new media technologies. By understanding the perceived ease of use of new media technologies, researchers and practitioners can develop effective strategies to promote their adoption. Future research should continue to investigate the role of effort expectancy in new media adoption, with a focus on emerging technologies and the moderating effects of other factors that influence technology adoption.

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